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Nanos Poll - Local news drives TV value

Only 12% understand that none of the proceeds of the monthly
cable/satellite TV bill goes to local TV stations
OTTAWA, Jan. 24 /CNW Telbec/ - A new study of cable/satellite TV
subscribers shows that while a large majority value local news programs more
than any other Canadian programming and services, few know that none of the
proceeds of the monthly cable/satellite TV bill directly supports local TV
stations.
In the survey, conducted by Nanos Research, 77% assigned a high or very
high value to having access to local television news. The intensity of very
high value assigned to local TV news was at least twice that of Canadian
drama, specialty stations or high-definition TV.
Reflecting the importance they place on local news, 68% of subscribers
assumed that part of their basic monthly cable/satellite TV bill goes to pay
for it - when in fact local stations do not get any money directly from cable
or satellite distributors.
"People truly believe that when they pay their monthly cable/satellite TV
bill it supports local TV news and local programming. In fact only a little
over one of every ten people (12%) knew that no part of the cable/satellite TV
bill goes to local TV stations," said Nik Nanos, President of Nanos Research.
"It's quite ironic that the thing they value most - local TV news, is
something they think they are directly financially supporting but in fact they
are not. The research demonstrates that there is an opportunity for Canadians
to better understand their cable/satellite TV bill and what they are directly
financially supporting."
Between December 15th and 22nd, 2007 a total of 1,024 random telephone
interviews were conducted by Nanos Research among English speaking
cable/satellite subscribers across Canada. The survey is accurate +/-3.1%,
19 times out of 20 and was commissioned by CTVglobemedia and CanWest
MediaWorks.
For the detailed statistical tables please visit the Nanos website at
www.nanosresearch.com.